The weather channel lindsay wiles

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The weather channel lindsay wiles

  1. 1. What’s Your Weather Strategy? L I N D S A Y W I L E S , S T R A T E G I C S A L E S D I R E C T O R , T H E W E A T H E R C H A N N E L , E M E A
  2. 2. WEATHER, LOCATION AND MOBILE CONSUMER INSIGHTS WEATHERFX – NATIVE SOLUTIONS INNOVATION
  3. 3. C O N V E R S A T I O N S P E R S E C O N D A B O U T T H E W E A T H E R I N B R I T A I N M I L L I O N V I S I T O R S P E R D A Y T O T H E W E A T H E R C H A N N E L A P P V I S I T T H E A P P 2 X P E R D A Y 190 8 50% M O S T D O W N L O A D E D F R E E I P H O N E A P P O F A L L T I M E#7
  4. 4. WEATHER… FORECASTING CONSUMER INTENT ”By looking at weather data, we can predict people’s behaviour…when they go out, where they go, what they eat and what they buy.” Bob Ivins, Chief Data Officer of Mindshare NA.
  5. 5. T H E S E C H A N G E S A F F E C T P E O P L E D I F F E R E N T L Y I N D I F F E R E N T R E G I O N S . T E M P E R A T U R E S V A R Y A C R O S S T H E C O U N T R Y E V E R Y D A Y
  6. 6. SERVE THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME
  7. 7. 9 TARGETED & RELEVANT
  8. 8. 10 NATIVE & INTEGRATED
  9. 9. 14 Find opportunity throughout the year that makes products relevant for the consumer, regardless of seasonality… Innovation – Own Seasonal swings 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 05/07 07/07 09/07 11/07 13/07 15/07 17/07 19/07 21/07 23/07 25/07 27/07 29/07 31/07 02/08 04/08 06/08 08/08 10/08 12/08 14/08 16/08 OC 10 yr Av MaxTemp Max 2013 July – August 2013 London
  10. 10. EVERGREEN STRATEGY SUPPORT PEAK WEATHER BUYING BREAK OUT OF TRADITIONAL SALES SEASON MINIMISE BRAND RISK OPTIMISE MEDIA SPEND
  11. 11. SUMMARY SUMMARY •  USE WEATHER DATA TO GIVE LOCAL RELEVANCE •  BUILD YOUR TRIGGER SET •  NATIVE MOBILE AD FORMATS •  EVERGREEN STRATEGY GAIN COMPETITVE EDGE & OBTAIN REAL RESULTS
  12. 12. Join the conversation… #WeatherAds lindsay.wiles@weather.com

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